CAMPAIGN OF THE MONTH: Apptivity, Mattel

Mattel moved into a new category by launching its digital-focused Apptivity toys in the summer. It?s raising awareness with a swathe of marketing activity, including a giant iPad...
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Mattel Apptivity launched in August – it’s a new concept for kids where ‘toy meets tablet’, enabling them to play with their favourite toy on iPad.

While opening the door to new brand engagement, Apptivity creates a fresh play experience for the modern, tech-savvy family.

When placed on the surface of an iPad, Mattel’s Apptivity toys interact with a free downloadable app. Apptivity features patented conductive technology, and brands include Hot Wheels, Batman and WWE. Apptivity also extends the play value of top selling apps such as Angry Birds, Cut the Rope and Fruit Ninja.

Mattel’s extensive marketing programme will create consumer awareness of the new category in a number of ways.

PR

The launch for Mattel Apptivity kick-started with a high-profile experiential consumer experience at the UK’s largest shopping centre, Westfield London. The event allowed boys to actually ‘become’ the new Hot Wheels Apptivity car by stepping onto a giant 12-foot iPad in the main atrium. They then saw themselves ‘transform from kid to toy’ on the large screen in front of them.

In addition to the giant iPad, demo iPads and Apptivity samples were available to hundreds of consumers visiting the shopping centre, who continued to join in the fun throughout the day.

Following the successful event, the highlights from the experience have now been developed into viral content, which is being seeded and shared through major social network sites. Extensive national coverage was also generated, including reviews in The Independent and Mail Online.

The PR programme will be continued with extensive outreach to gadget and tech press, as well as Christmas gift placement and blogger reviews.

TV

To support the category, a heavyweight TV campaign will target both mums and children, running from September through to Christmas.

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